2nd Edition

Ethics in Marketing International cases and perspectives

    212 Pages 6 B/W Illustrations
    by Routledge

    212 Pages 6 B/W Illustrations
    by Routledge

    Understanding and appreciating the ethical dilemmas associated with business is an important dimension of marketing strategy. Increasingly, matters of corporate social responsibility are part of marketing's domain.

    Ethics in Marketing contains 20 cases that deal with a variety of ethical issues such as questionable selling practices, exploitative advertising, counterfeiting, product safety, apparent bribery and channel conflict that companies face across the world. A hallmark of this book is its international dimension along with high-profile case studies that represent situations in European, North American, Chinese, Indian and South American companies. Well known multinationals like Coca Cola, Facebook, VISA and Zara are featured. This second edition of Ethics in Marketing has been thoroughly updated and includes new international cases from globally recognized organizations on gift giving, sustainability, retail practices, multiculturalism, sweat shop labor and sports sponsorship.

    This unique case-book provides students with a global perspective on ethics in marketing and can be used in a free standing course on marketing ethics or marketing and society or it can be used as a supplement for other marketing classes.

    Part 1: Background

    1. Foundational Perspectives for Ethical and Socially Responsible Marketing Decisions

    2. Advanced Perspectives for Ethical and Socially Responsible Marketing Decisions

    3. "Preserving the Venture"—A Sample Case Study with Frameworks and Ethical Analyses

    Part 2: Short Cases

    4. Just a Friendly Request

    Terri L. Rittenburg

    5. Going Along to Get Along

    Raymond F. Keyes

    6. Casas Bahia

    Chrissy Golden

    7. Discount Drugstore: No Gifts Allowed?

    Gene R. Laczniak

    8. Reference Prices in Retailing: What is a Fair Comparison?

    Fiona Harris

    9. Drug Testing in India

    Nicholas J.C. Santos

    10. Starbucks China: The World’s Priciest Cup of Coffee

    Peilu Chen

    Part 3: Intermediate Cases

    11. Superior Services: Should Short Skirts Sell Software?

    Lori Lepp Corbett

    12. Tough Decisions: Something to Snack On

    Brendan D. Murphy, Patrick E. Murphy and Stacey L. Meader

    13. A Young Pharmacists Dilemma: Questionable Transactions

    Barbora Kocanova and Veronika Vosykova

    14. PETA

    Karin Besenbaeck and Haley Rosenbach

    15. Zara & Fast Fashion

    Sarah Eide, Elizabeth Sadler and Sarah Tonti

    16. The Co-operative Bank of the UK

    Fiona Harris and Sarah Tonti

    17. Counterfeits in Online Retailing: How They are Sold and What Can Be Done to Fight Back

    Barbara Stöttinger and Julia Gschwendner

    18. Montenegro Electronics, Ltd.

    Jacob Bagha and Gene R. Laczniak

    Part 4: Long Cases

    19. The Coca-Cola Company: The Skinny on a Big Fat Problem

    Marshel Rapuzzi

    20. Auchan (France)

    Geert Demuijnck

    21. TOMS Shoes: One for One Movement

    Robert Meara, Matthew Terilli and Jennifer Sawayda

    22. Facebook in the Developed and Developing World

    Eva Marie D. Schulte

    23. VISA and FIFA: Everywhere You Want to Be?

    Brian R. Levey and James Matakovich


    Patrick E. Murphy is a Professor of Marketing at the University of Notre Dame, USA. His research on marketing ethics has been published in Journal of Marketing, Journal of Business Ethics, Journal of Macromarketing, Journal of Public Policy & Marketing and European Journal of Marketing

    Gene R. Laczniak is the Sanders Professor of Business Emeritus at Marquette University, USA. His research and commentary on marketing and society issues has been published in Journal of Public Policy & Marketing, Journal of Business Ethics, Business Ethics Quarterly and the Journal of Macromarketing.

    Fiona Harris is a Senior Lecturer in Management in the Department for Strategy and Marketing and Deputy Director of ISM-Open at the Open University, UK.